Tag: boomer

Baby Boomers (born 1943-1960) are rather famous for their outspoken and contreversial manner. In their youth they expressed a great deal of anger at “The Man” (aka their GI Generation parents) and used that anger to stop the Vietnam War and break down the shallow society that surrounded them. Even as a Gen X’er (born 1961-1981) I have respect and admiration for the changes that they instigated (I am not really a fan of the idealized American Dream) but times have changed, and I wonder if Boomers are ready to adapt.

I came upon a site that was truly troubling: “Angriest Generation” which has a call to action for the Baby Boomers to “Get Angry”. The author is looking for stories about what angers Boomers and why we need to listen to them rage about it. My response: sorry Boomers, you had your chance at protest, and now it is time to grow up and help the younger generations put this society back together. Enough of the “I’m mad as hell and I’m not going to take it anymore” already. If Boomers really want to be productive, they should follow the advice of Neil Howe and William Strausss from their book “The Fourth Turning“:

“The continued maturation of Boomers is vital for the Crisis to end in triumph. These one-time worshipers of youth must relinquish it entirely before they can demand from Millennials the civic virtue they themselves did not display during the Awakening.”

So we don’t need anymore anger or outrage from Boomers, we need forbearance and wisdom. If you are a Boomer and you are ready to put your idealistic rhertoric aside, we need you in leadership. But if not, then it is time to let Generation X lead the way. In fact, an article from the Harvard Business Review Blogs a few days ago, makes this point very well:

We already have a Gen X’er in the White House. Time for other Gen X’ers to step up and heed the call of pragmatic leadership at all levels. And Boomers we need your help! Just don’t think we are going to be interested in hearing what you are angry about, or that it will help solve the monumental problems our world is facing today.

The over-scheduling, over-achieving and stressed-out parenting style that has been the hallmark of the Boomer (born 1943-1960) generation may finally be coming to a close now that Generation X (born 1961-1981) is fully taking over as parent of young children. There is a backlash developing in the form of the “Bad Parent” who isn’t willing to sacrifice everything to be the perfect Mom or Dad. And, like everything suggested by Generation X it was initially reviled but now starting to gain acceptance. This short (2.5 minute) video on CNN give a quick picture of the shift:

While they seem to understand that the parenting style so dominant when the Millennials (born 1982-200?) is coming to a close, there is little awareness of what comes next. The Boomers dove into parenting like everything else they did, with idealism and righteousness. By the time that Gen X’er started to have kids they got overwhelmed with the expectations (that were unrealistic, especially for Moms) and are finally starting to rebel.

All of this makes sense in generational terms, but the thing that is being missed is the parenting style that will dominate for the next 20 years. According to Strauss and Howe’s generational theory, the next “cohort” or generation began a few years ago, perhaps in 2003, perhaps in 2005 (that will become clearer in time). The next generation (that they have named “Homelander” for now) will be raised very differently than the previous generation (the Millennials). The Homelanders will be raised during a massive crisis, much like the Great Depression and WWII that was faced 80+ years ago. This period of crisis is known as the “Fourth Turning” (the title of one of Strauss and Howe’s best, but most difficult, books). We are at the start of the Crisis/Fourth Turning right now (they call it the Millennial Crisis) and it will likely last until 2025.

So how will Gen X’ers (and eventually Millennials) parent during this Fourth Turning? Probably in the same way that the Lost Generation (born 1883-1900) and GI Generation (born 1901-1924) did in the 1930’s: by protecting the children from the chaos in the world. This protection will go completely overboard in the upcoming years and the kids will end up in ridiculously cloistered environments (“They stroll in sidewalk versions of sport utility vehicles, learn to swim in U.V. protective full-body suits.” from a recent NYTimes article) and will probably turn out much like their grandparents, from the Silent Generation (born 1925-1942). As usual, most institutions (schools in particular) won’t be prepared for this shift and will assume what worked for the previous batch of kids (Millennials) will work with this bunch as well. The result will be a very challenging time for schools (and eventually companies) as these stifled, conformist and compliant kids move up through the years.

Of course, as I have mentioned before, their parents (Gen X’ers) will be entirely different (and more difficult) matter…

There a myths and misconceptions about every generation, and Generation X (born 1961-1981) is certainly no exception. From our early life growing up amid the social chaos of the 60’s, 70’s and early 80’s, we were the original “latch key kids” who had to learn survival skills early. Now entering midlife we have seen a lot of difficult times and they don’t seem to be getting much better. One of our greatest challenges is the negative reputation our generation has gotten over the years, much of it undeserved. Here are the top misconceptions about Generation X:

We are slackers

Although many of us may aspire to be slackers, most of us really never had that choice (or at least not for long). Most Gen X’ers had to make their own way very early with little help from parents or society, so yes, we had lots of dead-end jobs and 7 year University terms. But “slacking” is equal parts not giving a damn AND not working hard. We are excellent when it comes to effectiveness: we know how to focus on the most important tasks to get things done. I heard this joke in reference to the difference between Boomers and Generation X: A Boomer says “You are lazy, I put in over 60 hours a week at my job”, X’er replies, “Yeah, that’s a shame that you work so slowly”.

We are selfish

The size of the tribe that we care about may be smaller than for previous generations, but we definitely don’t care only about ourselves. For many Gen X’ers we put our families and close friends above our own personal needs. This can have it’s own negative side effects, like our over-protective nature as parents. Selfish is better than self-indulgent (Boomers), IMHO.

We have no ideals

We grew up surrounded by talk about ideals, so yeah, we are a bit tired of talking about them. Our generation wants to know how we can realistically change society for the better. We don’t see missing the ideal state as a failure and are willing to compromise ideology for practicality. But that does not mean we don’t have ideals.

We are cynical

Pragmatic is a better description, although we can be jaded at times. The biting cynical sarcasm of our generation’s comedians is one way we let off steam, but it does not mean we think the world is doomed. Boomers have a lock on pessimism, Millennials on optimism, so we just go with realism instead.

We only care about money

Again this is about our pragmatism. Maslow’s heirarchy of needs includes a bunch of things that require (at least in our society) some degree of financial stability. Much of our generation has never achieved that financial stability and so we do tend to focus on money. Some of us do forget that past a certain point that money is not going to bring more happiness, but after so many years of scrambling to make it on our own, it’s hard to find fault with that.

We hate our parents

Our parents are mostly Silents (born 1925-1942) and Boomers (born 1943-1960) and we do have a rocky relationship with both generations. But many of our parents were quite loving and caring, although they were focused on other things during our childhood. Most of us have no problem seeing our parents as equals and are willing to forgive them for their failings. There are plenty of examples of Boomers harshly judging their X’er children which, given how we were treated growing up, is particularly ironic.

We don’t like Millennials (Gen Y)

Yeah, we are the middle managers having to deal with these somewhat spoiled kids entering the workforce, but many of our children are Millennials (born 1982-200?) as well. It may take us a while to adjust to the style of Millennials, but we are more likely to understand what they are about than the Boomers who see them as the next Hero’s that will save our society (or the generation that will ruin it). Again our pragmatism is going to see us through: give us a little time with Millennials and we will figure out the way to get the best performance out of them. Barack Obama (a Gen X’er) certainly has.

Over at my other blog I talk about how to sell into businesses (my day job). In this series of posts I will describe the best strategies you can use to sell to the various generations.

Each generation has a unique character, and members of those generations have common attributes. Although it is impossible to make specific claims about each individual in a generation (since they span 20 years or more) generational theory is useful in understanding how members of a generation will likely act in a sales situation. It is also very useful when assessing the character of an organization, since when members of a generation work together they often exhibit even stronger generational qualities.

The Boomer Generation, born 1943-1960, is well-known for their cultural influence in the US. They were the children born after WWII during the American High, a period of plenty where life was stable and the future looked bright. In their youth they rebelled against the establishment and tore down many of the institutions that raised them. During their midlife, in the 1980’s and 90’s, they fought bitter ideological battles for the hearts and minds of the people. And now, as they move into elderhood, their character is shifting again.

Boomers in elderhood are typically quite set in their ways, and their strong ideology makes it difficult to sway their opinions. They often want to deliberate about any decisions and revel in the discussion more than the outcome, although they expect things to go their way. They often will make decisions based purely on ideology, rather than the practical or pragmatic. They judge younger generations (especially Generation X, born 1961-1981) as self-centered and cynical.
Ideals and ideas are both important to Boomers and they often will have strong philosophical views and opinions. They are willing, and often enjoy, engaging in lively debate, but it is difficult to change their minds about their beliefs.

5 things to know for selling to Baby Boomers:

If they are the decision makers (often the case) then you need to understand their ideal state. You are unlikely to talk them out of those ideals, but if you can convince them you will help them towards this ideal then you are on the right track. Boomers are often visionaries (or believe that they are) and if you can determine how to align yourself with their vision you will have a strong ally.

They prefer face-to-face contact and can be overwhelmed when too much information is presented too quickly, especially if it is shallow and glosses over the deeper meaning. Boomers prefer to concentrate on a single topic and understand it fully before moving on, so being willing to take questions during a presentation or demo is critical for Boomers. Even if you end up on a tangent you may satisfy the prospect that you are willing to really understand their needs in depth.

If they have a strong emotional reaction (for or against) to material they are willing to read and research in detail. This is good if they agree with your pitch, but a bummer if they don’t. White Papers, technical manuals, analyst reports and other detailed information (especially from a well-known and trusted source) can be very effective with Baby Booomers.

They are often more loyal to brands and individuals than younger generations. Although Baby Boomers broke down most of the institutions of their elders they were still raised to believe that organizations can be trusted, and in their elderhood they hope that this can happen once again. If Baby Boomers are the decision makers and you perform well after your first sales effort, you be well set up for subsequent sales.

They are getting close to what will be their “final act” in the business world and many are concerned about leaving a legacy. Although many are more focused on just ensuring their retirement in these difficult economic times, some, especially the leaders of organizations, know that how they act now will be how they are remembered. If you can offer the opportunity for them to make a difference, to “Change the World”, you may have strong allies.

Some people believe these characteristics are really about age rather than generation. Although the character of generations shift as they age, they don’t act like the cohort that came before (or after) them at the same age. For example, the GI Generation (born 1901-1924) acted nothing like the Baby Boomers when they were entering elderhood in the 1960’s and 70’s. They were not, for the most part, philosophers or deep thinkers and they were proud of the strong society they had created. Each generation has a unique character at each age and understanding that character can help you sell.

Look for further posts on each living generation in the coming weeks. If you would like to learn more about how to sell to generations, please sign up for notification of my upcoming e-book on the topic “Selling to Generations”.

The conflict between Baby Boomer Alice Walker and her Generation X daughter, Rebecca, paints a clear picture of the strained relationships between these generations

This article about Alice Walker (early Boomer), written by her daughter Rebecca (Gen X’er) is a poignant example of the challenge faced by many Gen X’er with their Silent (born 1924-1942) and Boomer (born 1943-1960) parents. As Rebecca describes in the article, her mother was focused on adult issues (women’s rights) and ignored her daughter in the process. The story is told from Rebecca’s point of view, so we are not hearing all sides, but it is a picture that applies to an entire generation of kids born in the 60’s and 70’s: Parents focused on ideology of the adult world and kids fending for themselves.

Some excerpts:

“My mother is very ideologically based, and her ideology is much more important in many ways than her personal relationships,” says Rebecca.

“I keep telling people feminism is an experiment. And just like in science, you have to assess the outcome of the experiment and adjust according to your results, but my mother and her friends, they see it as truth; they don’t see it as an experiment.“

“People don’t really understand how strong ideology can be,” she says. “I think sometimes of that group and that feminism as being close to a cult. I feel I had to de-programme myself in order to have independent thought. It’s been an ongoing struggle. When you have a cult, you have a cult leader who demands a certain conformity . . . And when you have a celebrity who has cultural-icon status, economic power beyond what you can imagine, you can’t resist that person — if you want to stay in their realm. Because once you start challenging them, they kick you out.”

John Wooden gives a picture of teaching in the 1930’s which may seem eerily familiar to those in education today

John Wooden, coach of the UCLA basketball team for over 40 years is featured in a recent Ted talk where he gives his perspective on coaching. Wooden was born in 1910 and is part of the GI Generation (born 1901-1924). He carries the hallmark positivity of that generation. In the first minute or so of the video he has this observation about teaching during a different age:

“I have my own definition of success. In 1934 when I was teaching at a high school in south bend, IN. Being a bit disappointed and disillusioned perhaps by the way that parents of youngsters in my English class expected their youngsters to get an A or B. They thought a C was alright for the neighbor’s children, because the neighbors’ children are all average. But they were not satisfied with their own and they would make the teacher feel that they had failed or that the youngster had failed, and that’s not right”

For many teachers of high school students today this statement may seem all to familiar. The expectation of perceived excellence and the finger-pointing when it is not achieved is a challenge faced by all primary and high school teachers today. The parents of today, Boomers (born 1943-1960) and Gen X’ers (born 1961-1981) have high expectations for their kids and put dramatic pressure on teachers and staff to make sure they achieve. Back in Wooden’s day it was the Missionary (born 1860-1882) and Lost (born 1883-1900) who were apply the pressure, and just like today there was little concern about “the neighbor’s kids”.

He doesn’t mention his early teaching experiences much outside of that first statement, but the video is worth a watch.

Obama was born in 1961, but what generation does he belong to? And why does it matter?

Barack Obama was born on August 4, 1961. It seems pretty simple to use this date to determine what generation he belongs to, but generational boundaries are always contested. Some say he is a Baby Boomer, others say a Generation X’er, and still others have made up additional generations to assign him to.
So who is the final authority on the generational boundaries? The short answer is that there isn’t one, and that because generations are nothing more than a theory there probably never will be. Generations serve different purposes for different people. Some use them for understanding the cycles of history, others to understand marketing or political trends and still others for self-identification. Most theories ascribe some sort of characteristics to each generation that can be discerned both in the group and in individuals. Some may think that this is nothing more than stereotyping, but people born at certain times, growing up under certain conditions will have some similar attributes. For example, kids growing up during the high times after WWII were told to have high ideals and go out and change the world. And the Baby Boom generation (born 1943-1960) did just that, much to the chagrin of their parents. The kids growing up during the turbulent 60’s and 70’s had a very different experience during a time when kids were largely ignored. Generation X (born 1961-1981) took that message of alienation in their youth and applied it during their “slacker” young adulthood.
As you can see from above, I am already applying some specific dates for the generational boundaries. These dates are drawn from the work of Neil Howe and William Strauss, authors of “Generations” and many other books on the topic of generational research. Howe and Strauss use their extensive historical research to determine the generational boundaries based on cycles over the last 500 years. Although their research is considered the gold-standard of generational theory, there are other opinions about the generational boundaries.
Demographers often place the end of the “Baby Boom” in 1964, when the birth rate dropped down below it’s historic highs. Although this might seem a convenient boundary for the generation, much of generational theory has to do with attitudes and social norms rather than birthrate. The shifts that happen are often imperceptible at the time, but over the years it becomes clearer where boundaries lie. Using straight demographics does not aid in understanding the changes in cultural attitudes.
Another theory put forth recently is that there is a “in-between” generation, named “Generation Jones” (by political pundit Jonathan Pontell) that covers the switch from Boomers to X’ers (1954-1965). There is little research behind this theory, but it is popular in the media right now. Although it certainly makes sense to segment portions of a generation for specific characteristics (useful in targeted marketing) calling them a new “generation” is misleading. Since generational characters change in cycles, we should be able to identify “generations” similar in character to Generation Jones in earlier cycles. So far, there is no evidence that this is the case. Although Generation Jones may be popular in some circles, it has yet to prove it’s value as a social theory.
This brings up a question of why the generation of our leaders is of consequence (I have written a bit about this in the past). Much of the time this is not terribly important, but during a crisis as we are facing right now, it is a critical question to answer. The character of the Baby Boomers and Generation X are very different and our top leadership reflects this contrast. Baby Boomers, as a generation, tend to be righteous in their beliefs and will push society to move towards specific (often unbending) ideals. Generation X is much more flexible when it comes to ideals, and prefers to focus on achievable goals. George W. Bush and Bill Clinton were both Boomers presidents that expressed polar views of their generation. They both marched steadily towards their specific ideals, often losing focus on the practical repercussions of their decisions.
Obama, as a Generation X’er, does not seem to have the same righteousness of our previous two presidents. Although he is certainly has a direction for the country, it seems to be based much more on pragmatic goals (both short and long-term) rather than an ideal state that we should try to achieve. He is willing to compromise ideals to try to attain practical ends. I think he was surprised that he could not get bipartisan support for the recent stimulus plan from the Boomer dominated legislature. That battle was a good example of the contrast between the survivalist attitude of Gen X (Obama) and the idealistic attitude of the legislature (Boomer). In many cases the Boomers are willing to sink the ship rather than compromise their ideals.
Many of the Millennial Generation (born 1982-200?) were big supporters of Obama because he represented shift away from the old battles of the previous two administrations. They have even gone so far as calling themselves “Generation Obama” which refers to the age of his supporters not of the President himself. That the Millennials have so quickly tired of the Boomers’ ideology is surprising in some ways because they were raised by Boomers. But perhaps that is part of their own youthful rebellion against their parents. The optimism and positivity of the Millennial generation is not something you find in their pessimistic Boomer parents. And the practical optimism of Obama seems to really appeal to the younger generation today. Although Obama and other Gen X leaders won’t say we are going to make a perfect world, they do exude confidence in our ability to make positive change. It’s more pragmatic, but also much more achievable.

There is a lot of debate about who is to blame for our current economic woes, the likely culprit is probably not an individual or organization, but rather an entire generation.

Generations span 20 or more birth years and each has a different character. Some certainly blame the Baby Boomers (born 1943-1960) while others place the blame on Generation X (born 1961-1981). For a brief overview of generational research see my “start here” page. But what generation is most responsible for our current crisis?

The Baby Boomers were born during a cultural “High”, a time when the American Dream seemed attainable and the upward path of the country seemed Manifest Destiny. They were doted on during their youth and encouraged to be independent thinkers by their parents (many of whom were of the GI Generation, born 1901-1924). By the time they reached young adulthood in the late 1960’s they started to rebel against the established culture of the GI’s by protesting against an ugly war and cultural values they did not agree with. Through the 60’s, 70’s and early 80’s the Baby Boomer generation managed to tear down most of the social institutions and norms that had been created by the GI Generation. Although the Boomers were adept at challenging the establishment, they were not nearly as capable at building a new society.

It was in this cultural storm that Generation X came of age. Because of the battles being waged by the Boomers against the established GI’s the young Gen X’ers were mostly ignored during their youth. They became the alienated young adults in the 80’s and 90’s who had to figure out how to get by on their own. As a generation they are extremely independent and pragmatic, but also given to cynicism and selfishness.

It’s easy to say that the Boomers started the downfall with their expectation of extravagant lifestyles and their anti-civic nature. It’s also easy to blame the Gen X’ers, who don’t really seem to care much about the direction society is headed as long as they can protect themselves. But there is another possible culprit in this scenario, and it’s not the Silent Generation (born 1925-1942) that came after the GI’s and before the Boomers. They were the “go along to get along” types that provided little leadership or direction (as a group), but also should not shoulder much blame.

No, the generation most responsible for our current crisis is Tom Brokaw’s “Greatest Generation”, the GI’s who built our unsustainable American Dream in the first place. The Boomers were right when they called out their elders and stated that the American Dream was shallow and unattainable for a majority of the people. That did not stop the GI’s from continuing to lead as if it could go on forever. A long series of Presidents (Kennedy, Johnson, Nixon, Ford, Carter, Reagan and Bush Sr.) along with a vast majority of the legislature and corporate leaders all hailed from the GI Generation, and they mostly believed that our good times could carry on forever, even in the face of clear evidence to the contrary. This is part of the reason that the various politicians in the late 60’s and early 70’s were so stunned by the Boomer reactions to their leadership. Didn’t everyone agree that the American Dream was the perfect ideal? Well, no, said the Baby Boomers, but unfortunately they did not have a singular viable alternative.

Although the GI Generation might suggest prudence and wagged a finger at our excesses in the last 20 years, they were the ones that chose the direction and got the ball rolling. Yes, they won a war against an evil enemy. Yes, they bolstered a society to have pride in its amazing accomplishments. But the Greatest Generation definitely suffered from the hubris of not knowing when to say when.

This is also a cautionary tale for the young Millennial Generation (born 1981-200?). You have been given all the tools to succeed by your parents, and will face many daunting challenges. I am confident that the Millennials will see us through these difficult times and come out victorious. But there are already early signs of the hubris that the GI’s had that may lead to yet another false ideal and another turn in the cycle of generations. Is it possible for this generation to be both strong and humble? Will they have the strength of character to see that the values that pull us out of a crisis are not necessarily the right foundations for a healthy society? Only time will tell.